Back-to-school creative went live in July and consumers are punishing everyone for it.

Also in effect on this date

The full docket. Any of these would hold up in a Monday standup.

• Every parent in your funnel is comparison shopping backpacks with the focus of a procurement department.

  Seasonality · in effect 08-01 to 08-31

• Everyone is squeezing in one last trip before school starts, all at the same time.

  Vacation · in effect 08-01 to 08-15

• The summer slump is real, documented, and conveniently unfalsifiable.

  Seasonality · in effect 06-01 to 08-15

• Back-to-school budgets are flooding the auction and your CPMs are collateral damage.

  Seasonality · in effect 08-01 to 09-05

• The school supply list has first claim on household spending and it is seventeen items long.

  Seasonality · in effect 08-01 to 09-05

• Out-of-office density has crossed the threshold where outreach becomes performance art.

  Vacation · in effect 06-15 to 08-15

• It is too hot to exist, let alone convert.

  Weather · in effect 06-15 to 08-31

• Nobody comparison shops at 97 degrees.

  Weather · in effect 06-15 to 08-31